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Digital Spend

A couple years ago, rich-media ad units were all the rage. Oh snap! Videos and expandable banners and Twitter streams and buttons on top of buttons. "How can consumers and big-budget brand advertisers not come to love these interactive ads?" many proclaimed.

A year ago, Facebook made zero money from mobile advertising because it had yet to launch a mobile ad product. Now mobile accounts for 20 percent of advertisers’ spending on Facebook, according to social ad firm Kenshoo Social.

While television should once again account for the lion’s share of global marketing spend in 2013, a disproportionate number of executives report that search is a far more effective medium through which to generate consumer demand.